If you’re looking for a soulmate, personality matching via a dating site is one way to better the odds of compatibility.

And, if you’re a marketer interested in finding a good fit for your brand, social media research firm Fizziology has released results of its effort with the omni-resourceful IBM Watson to similarly employ personality matching between professional athlete endorsers and shoe/apparel brands.

How the personality matching works. In Fizziology’s endeavor, which it says is the first brand-to-celebrity matching employing the supercomputer’s linguistic analysis, Watson examines the social media posts of a given brand’s fans to determine the personality traits they assign to the brand, as well as the traits indicated by the athletes’ own posts. In both cases, the posts were made to Facebook, Twitter and Instagram.